The Influence of Brand Origin and Country of Origin on the Consumers' Purchase Intention

  • 杜 千幼

Student thesis: Master's Thesis


COO effects have been discussing for over decades Many researchers argue that COO isn't a single cue on consumers' purchase intention Nowadays consumers tend to use price or other factors when they make the decision In terms of quality country images play a role in consumers' mind On this paper Brand Origin and Country of Origin will be defined as two dimensions One is the managerial level which the top management marketing strategies or innovation belongs to The other is defined as the manufactural level which carries out the orders from the headquarters The Conjoint Analysis will be conducted to analyze the leverage between managerial and manufactural levels The result will prove the importance of managerial level and manufactural level in consumers' mind
Date of Award2017 Sept 5
Original languageEnglish
SupervisorWei-Shiun Chang (Supervisor)

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